Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23850
Title: Pengaruh Brand Trust dan Celebrity Endorsement terhadap Brand Loyalty Wardah (Studi Kasus pada Masyarakat Pengguna Wardah di Kelurahan Gedung Johor)
Other Titles: The Influence of Brand Trust and Celebrity Endorsement on Wardah Brand Loyalty (Case Study of the Wardah User Community in Gedung Johor Subdistrict)
Authors: Ujung, Evi Yovanka
metadata.dc.contributor.advisor: Siregar, M. Yamin
Aisyah, Nur
Keywords: brand trust;celebrity endorsement;brand loyalty
Issue Date: 1-Apr-2024
Publisher: UNIVERSITAS MEDAN AREA
Series/Report no.: NPM;188320070
Abstract: Penelitian ini bertujuan untuk menguji pengaruh brand trust dan celebrity endorsement terhadap brand loyalty Wardah di Kelurahan Gedung Johor. Jenis Penelitian yang digunakan oleh peneliti dalam penelitian ini adalah metode kuantitatif dengan pendekatan dalam bentuk asosiatif. Variabel yang dihubungkan dalam penelitian ini adalah variabel bebas yaitu brand trust (X1), celebrity endorsement (X2), serta variabel terikat yaitu brand loyalty (Y). Yang diukur dengan menggunakan metode berbasis analisis regresi linier berganda dengan program SPSS 26. Pengumpulan data melalui penyebaran kuisioner. Populasi dari penelitian ini adalah masyarakat Kelurahan Gedung Johor yang menggunakan produk Wardah dengan sampel penelitian sebanyak 100 responden. Teknik pengambilan sampel menggunakan metode purposive sampling. Teknik analisis data yang dilakukan dengan menggunakan uji instrumen, uji asumsi klasik, uji statistik dan uji hipotesis. Berdasarkan hasil penelitian menunjukkan bahwa (1) brand trust secara parsial berpengaruh positif dan signifikan terhadap brand loyalty, (2) celebrity endorsement secara parsial berpengaruh positif dan signifikan terhadap brand loyalty, (3) brand trust dan celebrity endorsement secara simultan berpengaruh positif dan signifikan terhadap brand loyalty. This research aims to examine the influence of brand trust and celebrity endorsement on Wardah brand loyalty in Gedung Johor Subdistrict. The type of research used by researchers in this research is a quantitative method with an associative approach. The variables linked in this research are the independent variables, namely brand trust (X1), celebrity endorsement (X2), and the dependent variable, namely brand loyalty (Y). Which was measured using a method based on multiple linear regression analysis with the SPSS 26 program. Data was collected through distributing questionnaires. The population of this research is the people of Gedung Johor Village who use Wardah products with a research sample of 100 respondents. The sampling technique uses a purposive sampling method. Data analysis techniques are carried out using instrument tests, classical assumption tests, statistical tests and hypothesis tests. Based on the research results, it shows that (1) brand trust partially has a positive and significant effect on brand loyalty, (2) celebrity endorsement partially has a positive and significant effect on brand loyalty, (3) brand trust and celebrity endorsement simultaneously have a positive and significant effect on brand loyalty.
Description: 83 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/23850
Appears in Collections:SP - Management

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188320070 - Evi Yovanka Ujung - Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography2.04 MBAdobe PDFView/Open
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